How well does your business rank in a Google search? First page? Second page? Tenth page? None of the above?
You probably already know this, but if your website does not rank on at least the first page of a Google search, there is greater than a 90% chance that it will not be seen by search users. That’s just depressing.
And what’s more, 93% of online experiences begin with a search engine! Bottom line? Your website NEEDS to rank on the first page of search, or you’re essentially flushing your investment down the drain.
So what is an overworked CEO with little knowledge of web design and development to do? Don’t worry! As always, we’ve got you covered with a plan you can use to get your website rank back on track.
First, you need to understand the importance of developing organic search rank. If you rely solely on paid search rank, your rank can fall off the minute you quit paying. You don’t want that! Instead, you want to earn your search rank organically. Essentially, organic search rank is determined by the relevance of your website and its pages to the search query terms used; the ranking is not developed through paid advertising. While slow to establish, once in place, your organic ranking is nearly impossible to destroy.
To properly build your search rank, you need to consider three key components of organic ranking; high quality content, proper semantic markup, and the elimination of Google standard violations.
Quality Content. Remember how we said organic rank was based on relevance? Well, that’s where your content comes into play. All the content on your website needs to be high quality and valuable to users. In other words, your website cannot just be one giant sales pitch and you best not go to a content farm and pull the cheapest content you can find. If your content sucks and users leave your pages right away, Google is going to ding your website significantly in search rank.
Proper Semantic Markup. So you have the great content, but how on Earth is the search engine supposed to know that? Search engines don’t speak our language, so we have to mark all content with a language they do understand; semantic markup. Semantic markup is so important that Google, Bing, and Yahoo! have collaborated to sanction one specific type, microdata, as the standard. There will soon come a time where websites without the proper semantic markup will become essentially invisible to web users. Don’t let that happen to your website.
Elimination of Google Standard Violations. If you have the content and the markup in place, all you need to do is make sure that your website does not violate any of Google’s regulations. Violations of these regulations are called “blackhat” practices and while they might have boosted your search rank before, they will earn severe penalties now! Follow this link to see Google’s guidelines on activity you should avoid.
If your website follows these 3 critical guidelines, it is sure to rank well in search in due time. However, until that time, Google suggests the use of AdWords to help promote your website while its organic rank is developing. The good news is, once your organic search rank is well established, you can minimize or eliminate your AdWords use, and your website will still be at the top of the rankings, saving you a lot of time and money. What are you waiting for? Start building your website’s organic ranking with a Google Partner Agency today!
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